>> people are so much more educated now. much more information available. just on the pantone website alone when we put up the colors of the season, we get so many hits. there are so many consumers today who are so much smarter than that used to be and they have the world wide range of what color is available to them, and they are making smarter choices. >> window apparel companies and football -- footwear companies rely on the colors and there is a lot at stake but what about businesses that engage in other businesses, industrial companies, what do they get from colors of the year? >> of course, from a consumer standpoint, if you know the color of the year and they put it out there in a concept car or coffeemakers, you are going to be able to see the color and it is going to register in your mind so you are going to be looking for the color. being more selective. >> enough of the purple. let's get back to our real set design. "surveillance" graphic. our director uses pantone to get the colors on our set. that joanrk city set doesn't -- she has only one nam